Sainsbury’s said the update of Taste The Diff-erence, a decade after it was launched, marked the firm’s biggest investment in its own-brand range.

Group commercial director Mike Coupe said the new range would feature 1,141 products, including 300 new items and something called the Bistro line covering breakfast, lunch and dinner.

“People are eating out less and less so there’s an opportunity for us to capitalise on this by offering restaurant-quality food that can be prepared easily at home,” he added.

The launch is being backed by an advertising campaign featuring TV chef Jamie Oliver. Sainsbury’s did not disclose the cost of its relaunch but Asda said on Tuesday it was investing £100million on its mid-price own label range, which has been rebranded as Chosen By You.

Industry leader Tesco has also been extending its premium own-brand range under the Finest label, while Morrisons has said it wants to improve its own-brand products.